Photo sharing app Instagram has revealed the next evolution of the platform’s suite of commerce and business tools, with the Australian launch of its Shopping feature.
The new tool enables local brands to connect directly with consumers by tagging products for purchase directly within their posts.
Having launched last year in the US, the Shopping tool is being rolled out in select international markets, directly connecting Instagram’s diverse community with local and global brands.
As the first market in the Asia Pacific to go live with this new product feature, Australian businesses will now be able to offer a more seamless shopping experience to their community, allowing people to discover new products from businesses they follow.
Jim Squires, global head of business at Instagram, said: “People come to Instagram every day to discover and buy products from their favourite businesses. We want that to be a seamless experience.
“Whether it’s a local artisan, florist or clothing store, shopping directly on Instagram has never been easier.”
Naomi Shepherd, group industry director for Facebook and Instagram in Australia and New Zealand, added: “We’re thrilled to be the first international market outside of Europe and the Americas to enable Shopping for our local community, providing businesses and retailers of all sizes with the tools to connect with customers in a fresh, immersive way.
“From today, those with a business profile can begin using this innovative feature by tagging products within their Instagram posts or through the shop button, enhancing the overall customer experience by taking users from inspiration right through to purchase.”
As part of the local launch, Instagram Australia has partnered with three beta partners to trial the tool, with Country Road, Myer and PepperMayo the first to test this feature.